A Marketing Blueprint for B Local San Diego’s B Corp Certification Program
House Collective partnered with B Local San Diego, the nonprofit community of Certified B Corporations, to strengthen the marketing foundation of Bridges, its cohort program guiding BIPOC and women founders through B Corp certification submission. Through The Blueprint, we aligned the program’s brand and audience messaging, then built a 12-month roadmap and activation playbook so each cohort reaches the people Bridges was built to serve.
The Blueprint
Nonprofit Community of Certified B Corporations · San Diego
501(c)(3) · Home of the Bridges B Corp Certification Program
A complete Blueprint with brand foundations, founder personas, stakeholder messaging, a scored channel audit, a phased roadmap, and an activation playbook of ready-to-use templates.
A shared plan aligned the team around its priorities and gave Bridges a path to grow with every cohort.
Responsibilities
Deliverables
Client Ratings
How the Bridges team rated its marketing after The Blueprint.
Up from 1/5
Up from 2/5
Up from 2/5
Ratings reflect a client self-assessment on a five-point scale, completed before and after The Blueprint. Results vary with each client’s goals, market, budget, and scope.
OPPORTUNITY
Growing San Diego’s B Corp community.
B Local San Diego is working toward more Certified B Corporations across the region, and Bridges supports BIPOC and women founders on that path through a shared experience with expert guidance and peer connection. As the team prepared for the program’s second year, it needed a marketing approach that could share the Bridges story clearly and help each new cohort reach the right business owners.
STRATEGY
A strategy shaped by relationships.
The Blueprint began with discovery sessions where we worked directly with the Bridges team, followed by an analysis of pilot applications and outcomes, a channel audit, and a review of comparable cohort programs in the U.S. and the United Kingdom. The research showed that founders learned about Bridges from people they already knew, from partner organizations to local networks. From there, we developed a community-first approach that centers trusted messengers and relatable founder stories in every recommendation.
Customer Journey
We mapped how founders discover Bridges and designed a welcoming path from first mention to the next cohort.
- Partner & Community Referrals
- Landing Page
- Interest List & Email Series
- Application
- Alumni Community
SELECTED WORK
Alignment that shapes every message.
We began by clarifying and aligning the mission, vision, values, and promise for Bridges, then developed four founder personas, each with its own motivations, considerations, and message cues. A stakeholder framework extends the story to referral partners, funders and sponsors, and press, so the team speaks with one consistent voice to every audience.
Assessment that shows where to focus.
A scored audit across the partner network, press, brand and creative, social media, email, and web identified the referral network as the program’s standout strength, with an owned landing page and interest list as the next opportunities. Insights from programs in other regions added proven practices for Bridges to make its own, from graduate storytelling to visible partner recognition.
An actionable plan with momentum built in.
The Blueprint lays out a phased 12-month roadmap: foundational assets for the application window, graduate stories and earned media during cohort season, and an interest list that grows toward the next cycle. Each recommendation includes its own KPI and owner, and a baseline self-assessment from kickoff gives the team a clear way to measure progress as this year’s work becomes next year’s head start.
We also added a dedicated playbook section, equipping the team to begin activation immediately. It includes pre-designed templates for six priority materials: a landing page, an interest list email series, an outcomes graphic, a co-branded partner toolkit, a one-page brand guide, and social media formats. Guided content placement and best practices for each piece help volunteers, partners, and graduates produce on-brand work in-house as each application cycle opens.
“The work was thorough and in-depth, leaving us confident about our marketing path forward. Most importantly, it took us just three days to achieve the same year over year results after implementing their recommended strategy. On top of all of this, they are a BIPOC-owned, woman-owned, B Corp. This gives us deep trust that they do all the right things operationally, and that supporting their business helps to power the type of economy we want to see.”
Abraham Chen, Executive Director, B Local San Diego
We’d love to hear what you’re working on.
Most engagements begin with The Blueprint, our marketing audit and strategic roadmap.